Create A Great Ad Words Headline
Here is bold statement: The most important part of writing a good Google Ad Words ad is the headline.
It is so important it bears repeating: The most important part of writing a good Google Adwords ad is the headline.
Google is going to give you no more than 25 letters (including spaces) to create a title that can either make or break your campaign. A great headline may lead to Google ad words profits; a poor headline can leave you way out of pocket. Failure or success in 25 letters or less.
Here is why the headline is so critical: five times more people read the Google Adword headline, rather than the description, first.
This brings us to some inviolable rules, things the Google Adwords Experts don’t tell you about.
Rule #1: Your Adwords Keyword Should Be in the Headline
Throughout this site, we emphasize the importance of keyword selection in any Google Adwords campaign so always remember Rule #1: if possible, your Ad Words headline must contain the precise keyword you are targeting.
Now, in all honesty, simply following Rule #1 is no guarantee of success but failing to follow it is often the first step to failure.
Rule #2: Pay Attention to Capitalization
Odd though it may sound, capitalizing the first letter of every keyword in your title (and within the ad itself) but not capitalizing certain connecting words (never capitalize “in”, “and”, “on”) and two letter descriptive words (for example, never capitalize “up”) can boost your Click Thru Rate (CTR) dramatically.
Rule #3: Remove Unnecessary Common Words
Remove every common word that does not need to be in the ad, like “a”, “an”, ”it”, “on.” Make every word count.
Rule #4: Use Power Words in Your Headline and Ad Copy
Some words stir emotions and can really affect CTR. The word “Secrets” is compelling to many people.
For example: suppose your keyword is “Dog Training.” Instead of simply titling your ad “Dog Training” change it to this and see the difference in results: “Dog Training Secrets.”
Or, if your keyword is “Adsense” don’t just settle for a title of “Adsense.” Instead, add a power word so that the add looks like one of these: “Adsense Power”; “Adsense Exposed”; “Adsense Tips”; “Discover Adsense.”
Here is a list of some power words that can markedly improve your CTR (some may work better in the Ad Words headline and others in the ad copy itself):
Irresistible, Powerful, Astonishing, Instant, Discover, Breakthrough, Critical, Download, Now, Today, No-holds-barred, Unique, Urgent, Unbeatable, Innovative, Incredible, Enhanced, Electrifying, Guaranteed, High-Voltage, Phenomenal, Revealed, Revolutionary, Secrets, Time-Sensitive, Trailblazing, Ingenious, Pioneering, Proven Techniques, Step-By-Step, Unforgettable, In-Depth, Invaluable, Shocking, Spectacular, Unlimited, How-to, Super, Tactics, First, Booming, Amazingly, Appetizing, Free, Cheap, Sale, Special, Special Offer, Time Limited Offer, Tricks, Tips, Enhance, Fact, Learn, At Last, Free Shipping, Act Now, New
And consider the word “Killer.” Compare an ad for “Landing Pages” with “Killer Landing Pages.”
Does all of this sound cheesy? Consider what we grew up with in the fast food ad wars: “biggest burger”; “tastiest”; “crispy fries”; “Voted No. 1”; “the Real Thing”; "Have It Your Way"; "Where's The Beef?"; “classic.” Big companies paid mega bucks for little words with big emotional power (but we are giving them to you free).
Rule #5: No, No’s
There are certain things you must never put into your Ad words headline because they will run afoul of Google’s policy or turn off your reader.
1. Do not use superlatives (best, fastest, greatest) in your title (headline).
2. Never put "Click Here" or "Call Now" in your title.
3. Never use any objectionable material in your headline.
4. Do not over-capitalize. Capitalize only the first letter, never the whole word (Google considers this screaming).
5. Don’t use exclamation marks in the title (screaming).
6. Do not use the words “buy” or “purchase” in the headline (unless you are intent upon having your ad skipped).
Rule #6. Test, Test, Test
The best and brightest or, at least the most successful, Adwords marketers do something every time, in every campaign, with every ad. They test it against other similar ads, taking full advantage of Google’s toolbox.
99% of Adwords advertisers do not do this simple, but essential, step and that is why the top 1% get rich.
We will show you how to test elsewhere on this site.
Go from Ad Words Headlines to Writing Adwords Ads here.
Return to Google Ad Words Profits homepage here.
© 2010 Google Ad Words Profits
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